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Anthropomorphism, in Rev. Journal of Advertising, Vol. 40, nr. 1 (Spring 2011), American Academy of Advertising. Fournier, Susan, Art. Consumers and Their Brands: Developing Relationship Theory in Consumer Research , in Rev. Journal of Marketing Research, 24(4), American Marketing Association, 1998. Guthrie, Stewart Elliott, Faces in the Clouds: A New Theory of Religion , Oxford University Press, New York, 1993. Poon, Stephen T.F., Art. The Function of Sexual Imagery and Visual Seduction in Food Advertising , in Rev . International Journal Advances in Social Science


The paper aims to highlight the serious methodological issue of contemporary bioethics (especially topics on the subject of animal ethics). In the discourse on the issue of the pain and suffering of animals and in derived questions, a certain form of anthropomorphism is manifested. Ethical applications of empirical research results that are relevant to humans (or humans as an anatomically and physiologically analogous animal species) are preferred. Subsequently, these extrapolations serve as a criterion for judging the qualitative level of the capabilities of all animals. Serious ethical conclusions are drawn from this reduction.


The article examines the individual and social, practical, and theoretical presumptions (“idols” and “beliefs”) that constitute the conscious and unconscious re-construction of the social reality and reality of different conventional sign systems that represent and are represented by society. It is shown that in everyday life and in theoretical studies, we quite often analyze sign systems as if they were autonomous and empirically “given” realities. The work explains how this “natural belief” originated and developed. It is argued that conventional sign systems cannot be reduced to the reality of material “sign vehicles” because in society, sign systems are both subjective and objective, internal and external, and process and object.

Sciences , 95, 564-573. doi:10.1016/j.sbspro.2015.06.134. Duffy, B.R. (2003). Anthropomorphism and The Social Robot. Robotics and Autonomous Systems. Special Issue on Socially Interactive Robots, 42(3-4), 177-190. Farnsworth, B.(2017). Eye Tracking: The Complete Pocket Guide , Retrieved from: (accessed on: 12.12.2018). Gong, L.(2008). How social is social responses to computers? The function of the degree of anthropomorphism in computer representations. Computers in Human Behavior , 24, 1494-1509. Graziano, M. S. A. (2015). Build

References [1] Agassi, J., Anthropomorphism in Science . In: Dictionary of the History of Ideas: Studies of Selected Pivotal Ideas (Editor: P. P. Wiener). New York: Scribner, 1968, 97–91. [2] Anderson, N.G., Piccinini, G., Pancomputationalism and the Computational Description of Physical Systems [preprint] . 2017. [3] Barrow, J.D., A New Mathematics for a New Era [Matematyka nowej ery]. Philosophical Problems in Science (Zagadnienia Filozoficzne w Nauce) , (16), 1994, 87–99. [4] Beraldo-de-Araújo, A., Baravalle, L., The Ontology of Digital Physics. Erkenn


The article is dedicated to the analysis of alcohol consumption practices within the Koryak ethno-cultural community. The aim of the article is to understand how the reasons for alcohol consumption are explained within the framework of the community. The analysis is based on the ideas of Durkheim’s social theory. The author of the article claims that the practice of consuming alcohol is essentially connected with the more archaic practice of mushroom consumption since both have a grounding in the Koryak perception of the world. The analysed models of behaviour stem from appropriate Koryak epistemology and ontology, which themselves are based on the notion of the ‘other world’ and communication with supernatural entities (spirits). The isomorphism of consuming alcohol and amanita intoxication reflects the inner core of this connection: the Koryak believe that an entity enters the human body and controls their actions. The transition from one type of intoxication to another is accompanied by drastic transformation of the materiality of the consumed product, which, in turn, leads towards social transformations. Such social changes are qualified as anomie by the author of the article. The visual materiality of the amanita mushroom dictated its symbolic anthropomorphism and creation of special rules for the treatment (amanita codex). The physical amorphousness of vodka does not imply the same intellectual work. The author claims that this factor was one of the reasons why the Koryak do not have social regulations about vodka consumption – which leads to mass alcoholism. It is possible that indigenous communities have difficulties in working out the required social regulations because of the complexities surrounding the non-utilitarian treatment of the unusual materiality of vodka.

., (2016), Must smart objects look human? Study of the impact of anthropomorphism on the acceptance of companion robots , Recherche et Application en Marketing (English Edition), 31, 2–20 6. Guszcza, J., Lewis, H., Evans-Greenwood, P., (2017), Cognitive collaboration: Why humans and computers think better together , Deloitte University Press 7. Lee, B., Cranage, D.A., (2018), Causal Attributions and Overall Blame of Self-Service Technology (SST) Failure: Different from Service Failures by Employee and Policy , Journal of

. 1981. Tekst kak ob’ekt lingvisticheskogo issledovaniya (Text as the object of linguistic study). Moscow: Nauka. Halliday, Michael A. K. & Ruqaiya, Hasan. 1986. Cohesion in English. London: Longman. Kennedy, John. 1992. The New Anthropomorphism. New York: Cambridge University Press. Kovecses, Zoltan. 2010. Metaphor - A Practical Introduction. 2nd ed. Oxford: Oxford University Press. Lakoff, George. 2008. The neural theory of metaphor. In Gibbs, Raymond (ed.), The Cambridge Handbook of Metaphor and Thought, 17-38. Cambridge: Cambridge University Press. Lakoff, George

America, 1988 Shimada, Shingo. Die Erfindung Japans: Kulturelle Wechselwirkung und nationale Identitätskonstruktion. Frankfurt am Main: Campus Verlag, 2007 Sone, Yuji. “Between Machines and Humans: Reflexive Anthropomorphism in Japanese Robot Competitions.” In About Performance, 11/3, 2012a, pp. 63-81 Sone, Yuji. “Robot Double: Hiroshi Ishiguro’s Reflexive Machines.” In The Handbook of Research on Technoself: Identity in a Technological Society, edited by Rocci Luppicini. Pennsylvania: IGI Global, 2012b, pp. 680-702 Sone, Yuji. “Realism of the unreal: The Japanese Robot

Technologies. Designing and Developing Novel Learning Experiences. LCT 2014. Lecture Notes in Computer Science, Vol. 8523. Springer, Cham, Online ISBN 978-3-319-07482-5 [4] KOVACS, G.; KOT, S. 2016. New Logistics and Production Trends as the Effect of Global Economy Changes. Pol. J. Manag. Stud ., 14, pp.115–126. [5] MASLARIĆ, M., NIKOLIČIĆ, S., MIRČETIĆ, D. 2016. Logistics Response to the Industry 4.0: the Physical Internet. Open Engineering , (1). Online ISSN 2391-5439 [6] RICHERT, A., MÜLLER, S., SCHRÖDER, S., JESCHKE, S. 2018. Anthropomorphism in social robotics